Football
Djarum-owned Polytron takes Como sleeve rights
Newly promoted Como 1907 has allocated its sleeve sponsorship rights to an Indonesian consumer electronics brand owned by the Djarum Group that purchased the club in 2019.
Red Bull Mobile grows in Saudi with Al Hilal deal
Red Bull Mobile, the Red Bull-branded network provider that partners with different telcos in different markets, has become an official sponsor of Saudi Pro League champions Al Hilal
Bayer 04 eyes stadium upgrades to meet sponsor demand
MG Motor’s decision to upgrade its sponsorship of Bayer 04 Leverkusen after just eight months is illustrative of the club’s growing commercial clout after a stellar unbeaten domestic season.
Man City adds to regional sponsors with Yili
Manchester City has today (Tuesday) announced Chinese dairy producer Yili Group as the sixth regional partner in its sponsorship portfolio
PIF deepens Concacaf ties with Riyadh Air deal
Just after Saudi Arabia's Public Investment Fund (PIF) announced a new partnership with Concacaf, Riyadh Air has unveiled a multi-year sponsorship with the football governing body.
Fever in for BingX as Chelsea sleeve partner
Chelsea FC has avoided going into the new season without a single sponsor on its men’s first team shirt, having announced a late deal with entertainment discovery platform Fever which encompasses the sleeve sponsorship rights for both its men’s and women’s teams.
Snapdragon extension ‘shows faith’ in Man Utd
Qualcomm Technologies has registered a vote of confidence in Manchester United’s future by triggering an option to extend its Snapdragon brand’s main shirt sponsorship one year ahead of schedule.
PIF enters North American football with Concacaf deal
Saudi Arabia's Public Investment Fund (PIF) has made its first move into football in the Americas, striking a multi-year partnership with Concacaf, the continental governing body for North America, Central…
Fifa breaks new ground with global banking partner
Bank of America was today (Thursday) unveiled as a major sponsor for the 2026 men's Fifa World Cup, in what represents the governing body’s first high-level deal in the banking category.
EXCLUSIVE: EE set to extend as FA lead partner
SportBusiness understands the UK-based telco will agree a multi-season extension to its previous five-season deal, which ran from 2019-20 to 2023-24.
Super Cup showcase for first UCL betting sponsor
The Uefa Super Cup in Warsaw last night was the platform for Bet365 to finally unveil its global sponsorship of the Champions League, after more than a year-long negotiation process.
Crypto.com becomes Champions League sponsor in Uefa first
Uefa has unveiled cryptocurrency exchange Crypto.com as the latest global sponsor of the Champions League, more than two years after a deal for the premier clubs competition fell through.
Tecno makes global deal for AFC club competitions
Chinese smartphone brand Tecno has signed as an ‘Official Global Supporter’ of the Asian Football Confederation's (AFC) newly revamped club competitions.
Fanatics strengthens international reach with new FA deal
Digital sports platform Fanatics has consolidated its position in the international football merchandise market after renewing and extending its deal with England's Football Association (FA)
Drake-Nike collab in Venezia FC kit deal, rescue package
Nocta, the luxury clothing brand created by sportswear giant Nike and Canadian rap artist Drake, has made its first move into football, becoming the kit supplier of Venezia FC.
Man United pioneers back-of-shirt asset with Qualcomm
Manchester United's decision to have a back-of-shirt sponsor for the first time through its deal with Qualcomm could pave the way for other Premier League clubs to do the same in domestic cup competitions.
Three Champions League slots left as PlayStation renews
Three global sponsorship positions remain to be filled for the Uefa Champions League in the next commercial cycle after PlayStation officially announced it has extended its contract.
Renault returns to football with Monaco shirt deal
AS Monaco has joined the small group of elite clubs to split shirt sponsor rights between domestic and European competition after announcing a new top-tier deal with Renault.